Sports Nutrition in Turkey

PROSPECTS

Health and personal appearance trends contribute to sports nutrition’s performance

The sports nutrition category saw growth in 2019, underpinned by the health trend, coupled with consumers’ increasing interest in their personal appearance. There is a trend towards focusing on pure fitness rather than just bodybuilding, particularly among the high-income group, which contributes to sales of fat-burners.

Protein products are gaining popularity, consumers increasingly favour convenient formats

Many Turkish consumers of sports nutrition products are gradually switching from non-protein to protein products. This is due to the pleasant taste of protein powder, the introduction of new flavours and formats, and recommendations by fitness trainers to their clients to consume protein powder before or after a workout.

Shelf life forces players to reduce prices of imported products, internet retailing gains share but bricks and mortar remains important

Promotions became more frequent in the category in 2019, especially as the leading distributors continued to struggle to sell their products later in the year, which were imported earlier in the year. They reduced prices in order to encourage purchases of products with a limited shelf life.

COMPETITIVE LANDSCAPE

Larger companies attract consumers, Hardline extends range with new aromas

The category’s top two players – Glanbia Besin Ürünleri Pazarlama ve Ticaret Limited Sirketi and Hardline Kavi Gida San ve Tic AS – both saw value share gains in 2019, as consumers demonstrated a distinct shift towards products from larger companies. This was thanks to the greater ability of larger players to invest in advertising and promotional support for their products, and their widespread availability.

New sports protein product in spread format emerges

New brands with new products or forms included Muscle Chef Protein Spread from Foks Gida Pazarlama Ithalat Ihracat Sanayi ve Tic AS. The product is the first sports protein in spread form.

Online advertising and promotions represent important contributors to growth

The marketing and advertising of sports nutrition continued to focus mainly on the online channel at the end of the review period. This was primarily via company websites, but in-store promotions were also key.

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